Camelbak Reusable Bottle

Overview

WHO

CamelBak

WHAT

Emphasizing environmental sustainability, ease of use and a go-anywhere, do-anything durability, the CamelBak Better Bottle moved from the active outdoor market into the mainstream with barely a ripple.

NEEDS

"As an innovator, we know if you address an opportunity when consumers first mention it, your solution will be delivered by the time you hear it a lot," explained Mac Tillman, vice president of marketing and product management for CamelBak. "If you wait until you hear it all the time, it's too late and another company will have beaten you to market. We listened to consumers and consumers wanted a BPA (Bisphenol-A) free choice.” CamelBak’s original product was made from polycarbonate, but the Better Bottle got better when Camelbak listened to its customers and sought an equally durable but BPA free material.

SUCCESS

"In the past, consumers had to give up strength, vibrant color and glass-like clarity if they wanted a BPA free bottle," noted Tillman. "Now they don't have to compromise. They won't be able to see any difference in the containers. Tritan™ copolyester offers virtually the same clarity, color range and toughness as polycarbonate. The difference is inside the bottle – and in the minds of consumers. We just made life easier."